注视线索对消费者的影响机制

The effect of gaze cues on consumers

心理学研究发现眼睛注视线索不仅能够引导社会性注意,还会影响个体对物品的感觉和知觉。注视线索对消费者的影响体现在认知和态度两方面:一方面,模特注视线索能够引导消费者注意,增强消费者对广告或产品的记忆;另一方面,模特注视线索会影响消费者对产品的喜欢程度和购买意愿,以及对服务人员的评价。未来可以从产品、消费者、消费情景及注视线索发起人等方面进一步探索注视线索对消费者心理和行为的影响。

Psychological studies have found that eye fixation cues can not only guide social attention but also affect individuals’perception and cognitive processing of objects.The influence of gaze cues on consumers is reflected in cognition and attitude.On the one hand,models’gaze cues can guide consumers’attention,and enhance consumers’memory of advertisements or products.On the other hand,model’s gaze cues can affect consumers’preference for products and purchase intention,as well as the evaluation of service personnel.In the future,the role of gaze cues can be further explored from the aspects of products,consumers,consumption scenarios,and originators of gaze cues.